MillerCoors remains on the sidelines of the so-called “Beer Growth Initiative” as a way to protest what it says are unfair attack ads by Anheuser-Busch InBev, which has called out MillerCoors for using corn syrup during its brewing process. In a new statement to Ad Age, MillerCoors said: “We were happy to have participated in the early stages of the category health initiative, because we believe deeply in its value. We look forward to re-engaging that work whenever the country’s largest brewer stops denigrating ingredients used by almost every brewer, including themselves.”
The initiative, which counts participation from three trade groups representing distributors, big brewers and craft brewers, last month began testing a new campaign called “Beers to That” by rolling it out in Austin, Texas. The 90-day Austin effort includes digital advertising, experiential events, point-of-sale materials and out-of-home ads. The goal is to push beer for multiple occasions, well beyond beer’s traditional sports-viewing stronghold.
Ads plug beer for celebrating everything from “lazy Sundays” to Mercury being “out of retrograde”—a reference only astrology geeks could love.
The NBWA, which represents about 3,000 beer distributors nationwide, is leading the campaign along with the Beer Institute, which represents big brewers—including MillerCoors and AB InBev—as well as the Brewers Association, a craft brewers trade group.
Source: Ad Age
Why It’s Hot
Always good to have advertising + beer news! But this is also interesting as a category-wide effort in a heavily brand-driven world. Will be interesting to see though how the Austin pilot works and how this rolls out more widely.